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Generating Marketing Strategies: A Structured Creative Decision Support Method

Management Decision

ISSN: 0025-1747

Article publication date: 1 May 1992



Suggests a structured approach to decision making in the context of generating appropriate marketing strategies. The method includes the use of a creative problem‐solving method, brainstorming. Decisions often involve several people and different people may have different viewpoints on the suitability of various strategies which can be pursued. The approach facilitates the sharing of different viewpoints and the bringing together of disparate ideas in the formulation of specific marketing strategies. The approach employs a structured approach to identifying possible strategies using a combination of the “TOWS matrix” and brainstorming. The method has applicability to other areas, where strategy is being formulated.



Proctor, T. and Ruocco, P. (1992), "Generating Marketing Strategies: A Structured Creative Decision Support Method", Management Decision, Vol. 30 No. 5.




Copyright © 1992, MCB UP Limited

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